U.S. RETAIL GOLF EQUIPMENT SALES FOR AUGUST 2020 UP NEARLY 32% OVER AUGUST 2019

$331 MILLION IN AUGUST SALES MARK ALL-TIME HIGH AUGUST, PREVIOUS RECORD MONTH IN 2006

Kissimmee, FL., – On the heels of the U.S. Open, golf’s second major of 2020, Golf Datatech, LLC, the golf industry’s leading independent market research firm for retail sales, consumer and trade trends, has announced that U.S. retail golf equipment sales for August 2020 were up nearly 32% over the same period in 2019, exceeding the previous all-time high August (2006), by 15%.

In total, U.S. golf retail equipment sales for August 2020 were $331 million, compared to August 2019, which were $251 million, and the previous record year of August 2006, which were $287 million.  Additionally, five equipment categories, set all-time records for August: balls, irons, wedges, bags and gloves. Overall, golf bags were the best performing equipment category in August, up 55% vs. August 2019, while YTD bag sales are up 5%.

“Golf Datatech started tracking golf equipment sales in 1997 and we have never seen a surge like what has happened in the summer of 2020, coming out of the worldwide shutdown from COVID-19,” said John Krzynowek, Partner, Golf Datatech, LLC. “While the overall 2020 U.S. retail golf equipment market is still down 4.1 % YTD from 2019,  this spike is nothing short of remarkable considering the game and business of golf was shut down for a good part of the spring season.”

Krzynowek adds, “The August sales record, which followed an all-time record month in July, is great news for the industry moving forward.  It indicates how popular golf is today, especially as an ideal social distancing activity.  Newcomers are coming into the game, existing golfers are playing much more, and  those who once played but left for a while are returning, which is the perfect combination to drive rounds played and spike equipment sales at retail.”

The August surge in U.S. retail golf equipment sales follows Golf Datatech’s recent report on July 2020 equipment sales of $388.6 million, which was also an all-time high since the Company started tracking data in 1997.  For more information on Golf Datatech, call 888-944-4116 or visit www.golfdatatech.com.

About Golf Datatech, LLC

Golf Datatech, LLC (www.golfdatatech.com) was established in 1995, and since that time it has become the industry’s gold standard for accurate and timely information on retail sales, inventory, pricing, and distribution of golf products through the on and off course channels.  In 1998, the Company extended its reach into consumer research, strategic sales, and marketing consulting.  In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe.  Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France and Germany.

Record high golf equipment sales in July

Sales have almost fully rebounded from disastrous spring. U.S. golf sales had their best month ever over the summer according to Golf Datatech, LLC.

The market research firm announced on Aug. 25 that U.S. golf equipment sales reached the all-time greatest single-month retail sales total since the company started tracking data in 1997.

Golf Datatech, LLC reported that in July 2020 total equipment sales hit $388.63 million. The last time sales were close to this much was in June 2007 ($368.1 million) and June 2006 ($364.0 million).

“July’s sales results were fantastic, considering everything that has transpired this year,” said John Krzynowek, Partner, Golf Datatech, LLC. “And, while golf equipment retail sales still remain down in overall year-over-year sales, we’ve seen significant improvement since May when they were down 31.4% year-to-date.”

Four equipment categories also set all-time monthly sales records: balls, irons, wedges and gloves.

“Golf is surging through the COVID-19 pandemic, as it is a perfect outdoor social distancing recreational activity, and the retail results confirm what a lot of retailers and PGA Professionals have been feeling,” Krzynowek said. “Hard goods have fared especially well, clear evidence that people are playing golf and spending on equipment.”

Krzynowek is hopeful that the current upward trajectory of sales will continue into the fall when things usually slow down for the game.

“While nothing is assured in this crazy world we live in today, this year we have the potential of very little college football, few youth activities, and curtailed travel for work and with the family, all of which might leave people at home with the opportunity to play more golf and buy more equipment,” he said.

Golf Datatech Releases 2020 Golf Apparel Study

New Study Investigates The Golf Apparel Purchase And Ownership Habits Of Serious Golfers;

Golf Datatech, LLC, the golf industry’s leading independent research firm for consumer, trade and retail golf trends, has released a comprehensive 2020 Golf Apparel Study. The study investigates the golf apparel purchase habits of serious golfers, was introduced at the 2020 PGA Merchandise Show.

“The apparel category is the most complex and splintered business segment in the golf industry,” said John Krzynowek, Partner, Golf Datatech, LLC. “Not only is there a plethora of products (shirts, tops, sweaters, vests, pants, shorts, skorts, leggings, etc.), there’s nearly an infinite number of colors, patterns, and SKU’s. Yet with all the complexity of the product, there’s very little hard data available to help guide the brands as they steer their business toward success. Golf Datatech’s goal is to provide apparel companies with data they can use to make smart decisions about selling and elevating their brand.”

A part of the 2020 Apparel Study, Golf Datatech analyzes the triggers that entice golfers to make purchases, the retail outlets they turn to, as well as the brands they prefer and their opinions of golf apparel pricing. A total of 1,000 Serious Golfers participated in the study, answering questions regarding the apparel they purchased for the purpose of playing golf. Among the key topics investigated include:

  • Annual apparel spending and average price for golf shirts/tops purchased;
  • Number of shirts/bottoms owned and number of various apparel pieces purchased in the past year;
  • Unaided favorite apparel brands and aided brand ownership;
  • The golf apparel purchase process for golf shirts/tops and bottoms;
  • Online Purchase habits;

Golf Datatech also has Retail Sales Data by month for the Apparel Category (since 2010).  The data is broken down into Men’s (Shirts, Tops, Bottoms), Women’s (Shirts, Tops, Bottoms) and Outerwear (Gender neutral) and Retail Apparel Data can be purchased specifically to suit your product offerings.

Click HERE to learn more or to purchase.

Golf Datatech Unveils 2019 Distance Measuring Device (DMD) Study

Kissimmee, Fla., November 22, 2019 … Golf Datatech, LLC, the golf industry’s leading independent research firm for consumer, trade and retail golf trends, today unveiled a comprehensive study covering the Distance Measuring Device (DMD) market in the United States, including estimates of total market size by key product sub-category, which is exclusive to Golf Datatech.

“Golf Datatech is the only company in the world that has insights into US retail sales of DMD’s, and combining that data with our in depth understanding of consumer attitudes and practices places us in a unique position to project the full market,” said John Krzynowek, Partner, Golf Datatech, LLC.

Today, the DMD category has grown from a small niche product used only by very good players 15 years ago, to being an essential part of almost every golfer’s equipment list. Based on the results from this study, Golf Datatech estimates that over 90% of Serious Golfers use a distance device, and the majority use one every time they play. In fact, the total DMD market is roughly equal to the size of the putter market in dollar sales.

Krzynowek adds, “One of the most significant challenges for both manufacturers and retailers of DMDs is that they are almost made too well. They are very accurate, rarely malfunction and don’t easily wear out.  Getting current users to buy a new DMD to replace an older model is challenging, but we do see a portion of existing users buying new product.  However, changing the market dynamic to get large numbers of users to replace their current DMD has been difficult to pull off thus far.”

The 2019 edition represents the fifth edition studying the DMD market, surveying over 1,500 Serious Golfers from the Company’s exclusive database every wave, and tracking golfers use, attitudes, and preferences on all devices sold in the category.  Product categories covered in depth include Lasers, Hand Held GPS and Wrist Worn GPS devices, as well as top line looks at how golfers user SmartWatches and SmartPhone Apps.

Concludes Krzynowek, “As DMD technology advances, we believe smart watches with golf apps are the product category to keep an eye on for potential upside. However, they too have issues to overcome, such as having a small face that is difficult for some golfers to read.”

The 200+ page Distance Measuring Device Study is now available.  To learn more or to purchase click HERE. 

Golf Datatech Unveils “Assessing the Pyramid 2019” 

A Comprehensive Investigation Into The Pyramid of Influence

Key Questions Answered in 2019 Edition Include: Does the Pyramid Still Matter?  How Influential are the Best Players?  How do Serious Golfers Gather Information Prior to Equipment Purchases?  What is the Current Economic Status of the Serious Golfer?  Did the Great Recession Leave an Indelible Mark on the Industry? And Much More.

Golf Datatech, LLC, the golf industry’s leading independent research firm for consumer, trade and retail golf trends, today unveiled the third edition of the Company’s comprehensive study, Assessing the Pyramid 2019, investigating the relevance of the “Pyramid of Influence,” which for decades has formed the foundation upon which golf equipment companies marketed and sold their products. The 2019 study investigates not only the Traditional Pyramid by handicap levels, but also digs into other potential means for segmentation.

Assessing the Pyramid 2019 is based upon 3,000 responses from Golf Datatech’s proprietary database of serious golfers, those who play the most rounds and spend the most on the game, with the average respondent playing over 60 rounds per year, and having a household income of over $156,000 per year.

“With over 3,000 Serious Golfers responding, this third edition of Assessing the Pyramid represents something of a marketing encyclopedia for the industry,” said John Krzynowek, Partner, Golf Datatech, LLC. “For decades, the Pyramid of Influence has been an established management tool, driving the product, communications, and promotional plans of most major golf brands.  The essence of the Pyramid is that golfers of every skill level aspire to improve and to be better at the game, and regardless of their level, they look up to those that play at levels above them.”

Highlights of the study focus on comparisons of attitudes and opinions from the pinnacle of the Pyramid (lowest handicap range), to the base, where higher handicap players represent the foundation.  Because the sample size is substantial, the data is segmented not only the Traditional Pyramid of Influence but various Influencers including: Leading Edge Innovators, Alpha Buyers (High frequency purchasers), Opinion Influencers and Brand Loyalty, as well as tradition Golf-o-graphic cross tabs including:  Income Age, Facility Played and Gender.  The data examination focuses on, driver, iron, golf ball and shoe brand current usage, purchase prices and frequency, preferred retail channels, purchase triggers, shopping behaviors, brand loyalty, media perceptions and more.

Krzynowek adds, “Brands that utilize the ‘Pyramid’ in their marketing believe that developing successful golf brands starts with excellent product and service that performs at the highest level of play by the very best players. In turn, those players influence and spread the word among the other levels of the game.  Results from the 2019 data suggest that the Traditional Pyramid is still relevant, however we are seeing fundamental changes in how the mid and higher handicaps are behaving with regards to purchasing golf equipment.”

For more call 888-944-4116 or to purchase, click HERE.

 

 

GOLFBIZ.NET – MARKET $IGN$

Web Street Golf Daily Pulse                                             
Monday, January 28, 2019

MARKET $IGN$: Have you ever wondered how large the global market is for golf equipment? Is it growing or contracting? Which geographic markets are improving or in decline? These are important questions to manufacturers and analysts that follow the industry and applicable to all categories. According to the World Golf Report 2019, created by Golf Datatech, LLC, and Yano Research Institute Ltd., the worldwide golf equipment market is $8.41 billion (surprised?) and the golf apparel market is another $5.03 billion.

In 2015 Golf Datatech and Yano Research collaborated to introduce the golf industry’s first-ever worldwide market report, a benchmark study designed to capture the true size and scope of the global golf retail market. The companies have continued to update and expand the report, featuring a broader scope of data points while capturing more complete golf retail sales from around the globe.

“The alliance between Golf Datatech and Yano Research Institute continues to yield new data that speaks not only to the state of the worldwide equipment and apparel markets, but also provides trends and insights that can help companies better react to changes across worldwide marketplaces and adjust their business strategies,” said John Krzynowek, Partner, Golf Datatech, LLC.  “As with our previous edition, the 2019 World Golf Report continues to analyze all countries that have a significant golf footprint, providing a wealth of key information, including insights into the Top 10 golf markets, unit sales estimates by country and product line, countries with the most significant business growth and decline, and bonus coverage digging deeply into some of the worlds biggest markets, the US, Japan and the UK.”

Some of the findings from the proprietary research are:
Total Golf Sales at Retail (Golf Equipment plus Golf Apparel):
Equal $13.44 billion in US dollars; dead even with sales in 2014, which totaled $13.44 billion.
Worldwide Retail Equipment Sales: Totaled $8.41 billion in 2018, down 3.5% from $8.72 billion in 2014, but up 4.1% from 2017 ($8.08).

The Four Largest Equipment Economies being the US, Japan, Korea and UK had some of the largest improvements vs. last year, +5.4%, +5.1%, +4.3%, and +4.5%, respectively.  The largest increase came in Germany (+5.9%), which still remains the eighth largest equipment market in the world.

The 2018 Worldwide Golf Apparel Sales are estimated at $5.03 billion US dollars, an improvement of 6.4% vs. 2014 and 1.3% from 2018.  Korea, Germany and Japan all had substantial increases in Golf Apparel Sales, +6.4%, +5.0%, and +4.1% respectively.  Worldwide Apparel sales for 2018 were up slightly (+1.8%), even though the World’s largest individual market (the US) was down 2%.

Krzynowek added, “In 2015 the combined equipment and apparel industries had a sharp correction in sales when reported in US dollars, which were heavily influenced by currency considerations. However, the past three years we’ve seen some solid improvements, with sales increasing by 1.5%, 1.7%, and 3.2% respectively, bringing total retail sales of equipment and apparel back to the same level as in 2014.  2018 sales were led by significantly stronger sales in golf clubs, and in particular in irons.”

“This third edition of the World Golf Report is an indispensable resource for anyone interested in the golf business around the world,” said Takashi Mizukoshi, President of Yano Research Institute Ltd. “Having accurate estimates of the various worlds’ golf economies is critical to managing and developing business plans across the globe. We believe the World Golf Report provides our customers with great insights which they can use to better run their businesses, regardless of where they are or what products they sell.”

For more information on the World Golf Report 2019, contact Golf Datatech at info@golfdatatech.com  or by calling 888-944-4116.

Golf Datatech And Yano Research Institute Unveil World Golf Report 2019

GBN logo

12.17pm 25th January 2019 – Management Topics – This story was updated on Friday, January 25th, 2019

Golf Datatech, LLC, and Yano Research Institute Ltd., two of the golf industry’s leading independent research and data firms, have introduced World Golf Report 2019, the industry’s only global golf retail study.

The 2019 edition of the report, which marks the third overall edition, provides an in-depth global retail market summary based upon geography, size and economic significance of the now $8.41 billion worldwide golf equipment market and the $5.03 billion golf apparel market.

Golf Datatech, LLC and Yano Research of Japan unveil the 2019 World Golf Study on Wednesday, January 23rd during the PGA Merchandise Show. Pictured from left include Kazuto Tamura and Shigeki Mitsuishi of Yano Research, Takashi Mizukoshi, President of Yano Research, Tom Stine, John Krzynowek and Phil Barnard, Partners of Golf Datatech, LLC.

In 2015 Golf Datatech and Yano Research collaborated to introduce the golf industry’s first-ever worldwide market report, a benchmark study designed to capture the true size and scope of the global golf retail market. Now in 2019, the companies have continued to update and expand the report, featuring a broader scope of data points while capturing more complete golf retail sales from around the globe.

“The alliance between Golf Datatech and Yano Research Institute continues to yield new data that speaks not only to the state of the worldwide equipment and apparel markets, but also provides trends and insights that can help companies better react to changes across worldwide marketplaces and adjust their business strategies,” said John Krzynowek, Partner, Golf Datatech, LLC.  “As with our previous edition, the 2019 World Golf Report continues to analyze all countries that have a significant golf footprint, providing a wealth of key information, including insights into the Top 10 golf markets, unit sales estimates by country and product line, countries with the most significant business growth and decline, and bonus coverage digging deeply into some of the worlds biggest markets, the US, Japan and the UK.”

Some of the top-level findings of the 2019 World Golf Report include the following:

  • The Top 5 World Golf Markets: #1 United States; #2 Japan; #3 South Korea; #4 United Kingdom and #5 Canada
  • The US and Japan continues to control over 66% of the world golf equipment market;
  • Korean golfers spend more per capita on their golf equipment and apparel than any other country.

Key Findings … Equipment Sales

Total Golf Sales at Retail (Golf Equipment plus Golf Apparel):  Equal $13.44 billion in US dollars; dead even with sales in 2014, which totaled $13.44 billion.

Worldwide Retail Equipment Sales: Totaled $8.41 billion in 2018, down 3.5% from $8.72 billion in 2014, but up 4.1% from 2017 ($8.08).

The Four Largest Equipment Economies … the US, Japan, Korea and UK had some of the largest improvements vs. last year, +5.4%, +5.1%, +4.3%, and +4.5%, respectively.  The largest increase came in Germany (+5.9%), which still remains the eighth largest equipment market in the world.

Key Findings … Apparel Sales

2018 Worldwide Golf Apparel Sales: Estimated at $5.03 billion US dollars, an improvement of 6.4% vs. 2014 and 1.3% from 2018.  Korea, Germany and Japan all had substantial increases in Golf Apparel Sales, +6.4%, +5.0%, and +4.1% respectively.  Worldwide Apparel sales for 2018 were up slightly (+1.8%), even though the World’s largest individual market (the US) was down 2%.

Krzynowek adds, “In 2015 the combined equipment and apparel industries had a sharp correction in sales when reported in US dollars, which were heavily influenced by currency considerations.  However, the past three years we’ve seen some solid improvements, with sales increasing by 1.5%, 1.7%, and 3.2% respectively, bringing total retail sales of equipment and apparel back to the same level as in 2014.  2018 sales were led by significantly stronger sales in golf clubs, and in particular in irons.”

“This third edition of the World Golf Report is an indispensable resource for anyone interested in the golf business around the world,” said Takashi Mizukoshi, President of Yano Research Institute Ltd. “Having accurate estimates of the various worlds’ golf economies is critical to managing and developing business plans across the globe. We believe the World Golf Report provides our customers with great insights which they can use to better run their businesses, regardless of where they are or what products they sell.”

For more information on the World Golf Report 2019, contact Golf Datatech at info@golfdatatech.com or by calling 888-944-4116.

Golf Datatech – Apparel Sales Drop in 2018 Due To Bad Weather

Posted on 1/15/2019, by Jack Crittenden

Most golf apparel sales sold through on course shops in 2018, but the numbers fell by 9 percent, according to Golf Datatech, which tracks monthly data reported throughout the year on the state of market, both on and course.

On course/green grass sales made up approximately 78% of total sales. Off course sales, which include online, make up the other 22 percent and saw an increase of 6 percent.

“2018 was a challenging year for golf apparel sales in the United States, with dollar sales down over 6 percent,” said John Krzynowek, a Partner with Golf Datatech. “However, the bulk of the decline came in the On Course/Green Grass Channel, which is also the larger of the top two retail segments.”

While there is no single definitive reason for the decline, Golf Datatech’s research suggests that poor weather, which equated to significantly fewer rounds played, resulted in far fewer players moving thru golf shops.

“No one wants to say they missed their sales target because of the weather, but in a highly seasonal business, like golf, if it’s raining or cold, golfers stay away from the golf course and don’t walk thru the Pro Shop,” Krzynowek said. “As a result, the reduction in golf shop traffic means golfers have less exposure to new designs, materials, and displays, and retailers miss out on “spur-of-moment” purchases of new apparel.”

Krzynowek said On Course/Green Grass golf shops sold more shirts than the Off Course Specialty stores, utilizing the power of the logo to sell shirts that are specific to their golf course.

 

Off Course stores, which have significantly more space to carry various sizes and length options, sell a much higher percentage of bottoms (shorts, pants, skorts, leggings). Off Course shops also carry a wider range of price points.

Golf retail sales reach $13.4B worldwide in 2018, up from 2017 according to annual report – Golf Digest

January 24, 2019

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golf-retail-shopping-purchase.jpg
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While we’re not exactly sure what the State of the Union might be, in golf we have some firm numbers that suggest the state of the game from both a national and global standpoint is good.

That’s the conclusion of the 2019 World Golf Report, an annual review of the current economic health and impact of the golf retail business. Conducted since 2014, the report is the result of a collaboration between U.S. golf research firm Golf Datatech and Japan’s Yano Research Institute, which studies the game’s economic reach in Asian countries.

According to the 2019 report, the golf equipment business grew by 4.1 percent in 2018 compared to 2017, reaching $8.41 billion. While that number is a significant boost over 2017’s down numbers, it remains behind the research firms’ first numbers from 2014. Those showed a total equipment sales decline of 3.5 percent compared to 2014’s $8.72 billion.

“We have good news that the golf industry had a good year in 2018,” said John Krzynowek, partner at Golf Datatech. “It’s been a long time since we’ve been able to say, ‘Hey, we’ve had a good year.’ You had all the world’s largest markets having very good years in 2018.”

Krzynowek noted that while the economic conditions in much of the world began 2018 in very positive circumstances, based on a number of political and international trade difficulties, the second half of the year slowed considerably. He also pointed to the trend of decreased unit sales combined with significant increases in average selling prices. As an example, average selling prices for drivers in the U.S. market have increased almost $100 compared to 2014, to nearly $300 in 2018.

The U.S. market was up by 5.4 percent over 2017 and was among the fastest growing golf economies, trailing only Germany, which was up nearly 6 percent year over year.

The study showed the top five golf markets in the world all grew in 2018, compared to 2017. In addition to the U.S.’s growth, Japan (+5.1 percent), Korea (4.3 percent) and the United Kingdom (+4.5 percent) had some of the largest improvements versus last year.

The report, which is available through Golf Datatech starting Feb. 1 and in Japan through Yano Research at the end of February, also studied golf apparel numbers and saw a sales gain, as well. Golf apparel sales reached $5.031 billion in 2018, a 6.4 percent increase since 2014.

Altogether, the golf market totaled almost exactly the same sales in 2018 as in 2014 at around $13.4 billion.

“To paraphrase Mark Twain,” Krzynowek said, “the rumor of golf retail’s death have been greatly exaggerated. It’s not a disaster out there. We’d all like to be growing 10 percent a year, but we’re not going down the drain.”

When asked about the prospects for 2019, Krzynowek was cautious, however.

“Coming out of 2018, all of our consumer data was relatively positive,” he said. “But our research was conducted in October, and since then we’ve had a huge stock-market correction, and from day to day that swings wildly. That really does impact what people buy.

“But I do think from a purely economic standpoint, people’s minds are in a better place than they were in 2014.”